Name: Muskan Manchanda & Rimpy Chhabra
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 298-301
DOI: https://doi.org/10.5281/zenodo.18115145

ABSTRACT
In an increasingly globalized and competitive business environment, organizations are compelled to optimize their supply chain operations to achieve sustainable competitive advantage. Two critical yet often separately managed functions within firms are marketing and logistics. Marketing focuses on understanding customer needs and creating value, while
logistics ensures the efficient movement and availability of products. This research paper examines the strategic integration of marketing and logistics and its role in enhancing global supply chain competitiveness. Through an analysis of existing literature, conceptual frameworks, and real-world practices, the study highlights how coordinated decision-making
between marketing and logistics improves customer satisfaction, reduces costs, enhances responsiveness, and strengthens global market positioning. The paper concludes that firms that successfully integrate these functions are better equipped to respond to market volatility, manage global complexity, and achieve long-term competitiveness.

Keywords: Marketing, Logistics, Supply Chain Management, Global Competitiveness, Strategic Integration